social media marketing research 社會媒體行銷研究 1 1002smmr03 tmixm1a thu 7,8 (14:10-16:00)...
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Social Media Marketing Research社會媒體行銷研究
1
1002SMMR03TMIXM1A
Thu 7,8 (14:10-16:00) U505
Social Media Marketing
Min-Yuh Day戴敏育
Assistant Professor專任助理教授
Dept. of Information Management, Tamkang University淡江大學 資訊管理學系
http://mail. tku.edu.tw/myday/2012-03-01
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週次 日期 內容( Subject/Topics )1 101/02/16 Course Orientation of Social Media Marketing
Research2 101/02/23 Social Media: Facebook, Youtube, Blog, Microblog3 101/03/01 Social Media Marketing4 101/03/08 Marketing Research5 101/03/15 Marketing Theories6 101/03/22 Measuring the Construct7 101/03/29 Measurement and Scaling8 101/04/05 教學行政觀摩日 (--No Class--)9 101/04/12 Paper Reading and Discussion
課程大綱 (Syllabus)
2
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週次 日期 內容( Subject/Topics )10 101/04/19 Midterm Presentation11 101/04/26 Exploratory Factor Analysis12 101/05/03 Paper Reading and Discussion13 101/05/10 Confirmatory Factor Analysis14 101/05/17 Paper Reading and Discussion15 101/05/24 Communicating the Research Results16 101/05/31 Paper Reading and Discussion17 101/06/07 Term Project Presentation 118 101/06/14 Term Project Presentation 2
課程大綱 (Syllabus)
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4Source: http://www.amazon.com/Social-Media-Marketing-Generation-Engagement/dp/0470634030
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5Source: http://www.amazon.com/Social-Media-Marketing-Strategies-Engaging/dp/0789742845
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6Source: http://www.amazon.com/New-Rules-Marketing-PR-Applications/dp/1118026985
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Outline
• Social Media Marketing• Marketing• Marketing Management
7
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Social Media Marketing-Marketing and Sales in Social Media
• Social Media and the Voice of the Customer• Integrating Social CRM Insights into the
Customer Analytics Function• Using Social Media to Drive Product
Development and Find New Services to Sell• Social Community Marketing and Selling
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 8
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Marketing
• “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (Kotler & Keller, 2008)
9Source: Kotler and Keller (2008)
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Marketing Management
• “Marketing management is theart and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.” (Kotler & Keller, 2008)
10Source: Kotler and Keller (2008)
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Marketing
Selling
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Selling is only the tip of the iceberg
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“There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be
needed is to make the product or service available.”
Peter Drucker
Source: Kotler and Keller (2008)
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Obtaining Products
13Source: Kotler and Keller (2008)
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For an exchange to occur…
• There are at least two parties.• Each party has something that might be of
value to the other party.• Each party is capable of communication and
delivery.• Each party is free to reject the exchange offer.• Each party believes it is appropriate or
desirable to deal with the other party.
14Source: Kotler and Keller (2008)
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What is Marketed?• Goods (tangible)
• Services (intangible)
• Events (time based—trade shows) and Experiences (Walt Disney World’s Magic kingdom)
• Persons (Artists, Musicians, CEO, Physicians
• Places (Cities, States, Regions, Nations) and Properties (Intangible rights of ownership of real estate or financial properties)
• Organizations (Universities, Museums, Performing Arts Organization)
• Information (Books, Schools, Magazines)
• Ideas (Revlon sell hope)15Source: Kotler and Keller (2008)
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Marketing Goods
16Source: Kotler and Keller (2008)
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17
Marketing Ideas:
Friends Don’t Let Friends Drive Drunk
This is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6:55 p.m.
Source: Kotler and Keller (2008)
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Key Customer Markets
• Consumer markets (personal consumption)• Business markets (resale or used to produce
other products or services)• Global markets (international)• Nonprofit/Government markets (Churches,
Universities, Charitable Organizations, Government Agencies)
18Source: Kotler and Keller (2008)
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Key Customer Markets
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Consumer Markets
Business Markets
Global Markets
Nonprofit/ Government Markets
Source: Kotler and Keller (2008)
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The marketplace isn’t what it used to be…
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Changing technologyChanging technology
GlobalizationGlobalization
DeregulationDeregulation
PrivatizationPrivatization
EmpowermentEmpowerment
CustomizationCustomization
ConvergenceConvergence
DisintermediationDisintermediation
Source: Kotler and Keller (2008)
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Company Orientations• Production
– consumers will prefer products that are widely available and inexpensive
• Product – consumers favor products that offer the most quality
performance, or innovative features• Selling
– consumer and businesses, if left alone, won’t buy enough of the organization’s products
• Marketing – find the right product for the consumers (i.e., satisfy the
wants and needs of the consumers
21Source: Kotler and Keller (2008)
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Marketing 4P
• Product• Price• Place• Promotion
22Source: Kotler and Keller (2008)
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The Four P’s
23Source: Kotler and Keller (2008)
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Marketing-Mix Strategy
24Source: Kotler and Keller (2008)
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Marketing Mix and the Customer
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Four Ps• Product• Price• Place• Promotion
Four Cs• Customer solution• Customer cost• Convenience• Communication
Source: Kotler and Keller (2008)
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Marketing 4P to 4C
• Product Customer solution• Price Customer Cost• Place Convenience• Promotion Communication
26Source: Kotler and Keller (2008)
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Four pillars of social media strategyC2E2
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Social Media Strategy
Source: Safko and Brake (2009)
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Core Concepts• Needs, wants, and demands• Target markets, positioning (in mind of target buyers),
segmentation
• Offerings (intangible benefit made physical) and brands (offering from a know source)
• Value (set of benefits) and satisfaction• Marketing channels (communications, distribution,
and service)• Supply chain• Competition• Marketing environment• Marketing planning
28Source: Kotler and Keller (2008)
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Marketing Management Tasks• Developing marketing strategies (strategic fit)• Capturing marketing insights (obtaining information)• Connecting with customers (relationships)• Building strong brands (understand strengths and
weaknesses)• Shaping market offerings• Delivering value• Communicating value• Creating long-term growth (positioning and new-
product development)
29Source: Kotler and Keller (2008)
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Functions of CMOs
• Strengthening the brands• Measuring marketing effectiveness• Driving new product development based on
customer needs• Gathering meaningful customer insights• Utilizing new marketing technology
30Source: Kotler and Keller (2008)
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New Consumer Capabilities• A substantial increase in buying power (a click away)• A greater variety of available goods and services
(internet)• A great amount of information about practically
anything (online)• Greater ease in interacting and placing and receiving
orders (24/7)• An ability to compare notes on products and services
(internet)• An amplified voice to influence public opinion
(internet)
31Source: Kotler and Keller (2008)
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Holistic Marketing Dimensions
32Source: Kotler and Keller (2008)
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I want it, I need it…
5 Types of Needs
• Stated needs (inexpensive)
• Real needs (low operating cost)
• Unstated needs (good service)
• Delight needs (extras)
• Secret needs (savvy consumer)
33Source: Kotler and Keller (2008)
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Does Marketing
Create or Satisfy Needs?
34Source: Kotler and Keller (2008)
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Interactive Marketing
• Tailored messages possible• Easy to track responsiveness• Contextual ad placement possible• Search engine advertising possible• Subject to click fraud• Consumers develop selective attention
35Source: Kotler and Keller (2008)
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e-Marketing Guidelines
• Give the customer a reason to respond• Personalize the content of your emails• Offer something the customer could not get
via direct mail• Make it easy for customers to unsubscribe
36Source: Kotler and Keller (2008)
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Increasing Visits and Site Stickiness
• In-dept information with links• Changing news of interest• Changing offers • Contests and sweepstakes• Humor and jokes• Games
37Source: Kotler and Keller (2008)
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Ease of Use and Attractiveness
• Ease of Use– Downloads quickly– First page is easy to understand– Easy to navigate
• Attractiveness– Clean looking– Not overly crammed with content– Readable fonts– Good use of color and sound
38Source: Kotler and Keller (2008)
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Designing an Attractive Web Site• Context
– Layout & design• Content
– Text, picture, sound, video• Community
– user-to-user communication• Customization
– tailor to user or allow personalization• Communication
– enables site-to-user, user-to-site, or two-way communication
• Connection– ability to link to other sites
• Commerce– ability to enable commercial transactions
39Source: Kotler and Keller (2008)
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How to Start Buzz
• Identify influential individuals and companies and devote extra effort to them
• Supply key people with product samples• Work through community influentials• Develop word-of-mouth referral channels to
build business• Provide compelling information that
customers want to pass along
40Source: Kotler and Keller (2008)
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Word-of-Mouth Marketing
• Person-to-person• Chat rooms• Blogs • Twitter, Plurk• Facebook• Youtube
41Source: Kotler and Keller (2008)
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Elements in the Communications Process
42Source: Kotler and Keller (2008)
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Field of Experience
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Receiver’s field
Sender’s field
Source: Kotler and Keller (2008)
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The Communications Process
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Selective attention
Selective distortion
Selective retention
Source: Kotler and Keller (2008)
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45Source: https://talkingtails.wordpress.com/2010/02/07/social-media-marketing-future-or-hoax/
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Social Media Marketing
• Scorecard for Social Media– 4 - Extremely Valuable– 3 - Very Valuable– 2 - Somewhat Valuable– 1 - Not Very Valuable– 0 - No Value
46Source: Safko and Brake (2009)
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Scorecard for Social MediaSocial Media Tool Internal Value External Value
Facebook 4 3 2 1 0 4 3 2 1 0
LinkedIn 4 3 2 1 0 4 3 2 1 0
Blogger 4 3 2 1 0 4 3 2 1 0
SlideShare 4 3 2 1 0 4 3 2 1 0
Wikipedia 4 3 2 1 0 4 3 2 1 0
Flickr 4 3 2 1 0 4 3 2 1 0
Picasa 4 3 2 1 0 4 3 2 1 0
iTunes 4 3 2 1 0 4 3 2 1 0
Podcast 4 3 2 1 0 4 3 2 1 0
Youtube 4 3 2 1 0 4 3 2 1 0
Twitter 4 3 2 1 0 4 3 2 1 0
Plurk 4 3 2 1 0 4 3 2 1 0
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Scorecard for Social Media4 - Extremely Valuable, 3 - Very Valuable, 2 – Somewhat Valuable, 1 - Not Very Valuable, 0 - No Value
Source: Safko and Brake (2009)
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Social Media and the Voice of the Customer
• Listen to the Voice of the Customer (VoC)– Social media can give companies a torrent of
highly valuable customer feedback.– Such input is largely free– Customer feedback issued through social media is
qualitative data, just like the data that market researchers derive from focus group and in-depth interviews
– Such qualitative data is in digital form – in text or digital video on a web site.
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 48
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Accenture’s SLOPE Model for Listening to the Social Voice of the Customer
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 49
Listen &Learn
Optimize & Operationalize
Personalize & Propagate
Execution & ExpectationsSynchronize
Social Voice of the Customer
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Listen and Learn Text Mining for VoC
• Categorization– Understanding what topics people are talking or
writing about in the unstructured portion of their feedback.
• Sentiment Analysis– Determining whether people have positive,
negative, or neutral views on those topics.
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 50
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Customers’ Opinions About Operational versus Customer Experience Issues
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 51
Operational Issue
Customer Experience
Multiple Customers
Individual Customer
Reactive, Reputation Management
Urgency
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Social Media Can Help Orchestrate Three Spheres to Influence to Boost a Company’s Innovation Efforts
Internal
Trusted Network
The World
Innovation
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 52
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Examples of Social Media Selling Strategies in the Market Today
Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 53
Social Media Community
Engaging the Advocates
Policies
Strategy #1 – “Accessing social Consumers”: Use Social Media as a New Channel to Individuals
“Pro-sumer” collaboration
Influencer-Led Development
User Reviews
Social Media Wildfire
Creating Urgency/ Spontaneous
Selling
“Pass it along” promptions
Recruiting others/ Group Seles
Customers as “Community Organizers”
Strategy #2 – “Engaging the Hive”: Get Customers to Mobilize Their Personal Networks
Strategy #3 – “Appealing to Influencers”: Target Influencers Who Can
Move the Masses
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Case Study: LenovoClub CareerLife 職場人生
54http://www.lenovoclub.com.tw/careerlife/
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55http://www.lenovoclub.com.tw/careerlife/
Case Study: LenovoClub CareerLife 職場人生
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56http://www.youtube.com/watch?v=XRUVbFEnPig
Case Study: LenovoClub CareerLife 職場人生
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57http://www.youtube.com/watch?v=XRUVbFEnPig
Case Study: LenovoClub CareerLife 職場人生
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58http://www.youtube.com/watch?v=XRUVbFEnPig
Case Study: LenovoClub CareerLife 職場人生
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Summary
• Social Media Marketing• Marketing• Marketing Management
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References• Robert Wollan, Nick Smith, Catherine Zhou,
The Social Media Management Handbook, John Wiley, 2011.• Lon Safko and David K. Brake, The Social Media Bible: Tactics,
Tools, and Strategies for Business Success, Wiley, 2009 • Philip Kotler and Kevin Keller, Marketing Management, 13th
Edition, Prentice Hall, 2008
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